Characteristics of Rice Stores with High Sales of Biodiversity-Friendly Agricultural Products

Abstract

This paper analyzed the characteristics of rice stores with high sales of biodiversity-friendly agricultural products. Results of a postal questionnaire survey of Japanese rice stores selling biodiversity-friendly agricultural products (one or more of three rice brands) were used for analysis. Rice stores with high sales of biodiversity-friendly agricultural products were characterized by the following. They (1) started selling biodiversity-friendly agricultural products early on, (2) implemented various sales methods and sales channels aimed specifically at these products, and (3) cooperated in various ways with farmers engaged in biodiversity-friendly agricultural practices. Cooperation with farmers is important for successful sales of biodiversity-friendly agricultural products. Such cooperation includes efforts aimed at deepening a mutual understanding between farmers and rice stores (for example, inspections of production areas and the regular exchange of views), and the promotion of products (for example, signing transaction agreements, collaborative events, and joint development of products and brands). Through these diverse methods of cooperation, rice stores have established sales methods and sales channels aimed specifically at biodiversity-friendly agricultural products, thereby increasing their sales amount.